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A Primer for Integrated Marketing Communications

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A Primer for Integrated Marketing Communications by Philip J Kitchen
$86.99
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Description

This textbook is the first introductory primer on integrated marketing communications. It combines theory and practice to show students of marketing how different aspects of integrated marketing communications (IMC) work together. Setting the scene in which IMC has emerged, the authors go on to explain each component of the promotional mix and explain the process of functional integration. The text includes key case-studies on companies, including Proctor and Gamble, NSPCC and Ardi, illustrating the practical side of IMC in addition to an introduction to the main theories at work. An additional Study Guide is included at the back of the book.
Release date NZ
July 8th, 2004
Country of Publication
United Kingdom
Illustrations
18 black & white line drawings
Imprint
Routledge
Pages
208
Dimensions
156x234x10
ISBN-13
9780415314213
Product ID
1682285

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